When was the last time you went on Instagram, Twitter, LinkedIn or Facebook? Chances are, unless you were living under a rock, you’ve been on one of those social media platforms in the past 24 hours. They’re places we use to connect with friends and family, celebrate wins and also a place to advertise our services.
When used correctly and effectively, social media can be a cost-efficient and powerful tool for lawyers in all areas of practice. However, social media can be a double-edged sword at times; when contributing to controversial issues or arguing with other parties can be detrimental to your image and your firm.
Even so, social media still has many benefits, and can be a way for you to connect with potential paying clients and use it as a platform to promote your legal services. In this article, we’ll talk about the benefits of social media, and best practices that you can follow in order to harness the power of social media.
What are the benefits of using Social Media
According to Small Business Trends, there are around 90% of marketers who say that social media has increased exposure to businesses and has helped increase traffic. It’s also a great way to build rapport, stay connected to prospects and to also build trust for your brand.
Here are a few key benefits of using social media for your law firm.
It gives you the ability to interact with your Target Audience
Oftentimes, your social media channels are one of the first engagements any prospective client finds before reaching out to your firm. By engaging with your comments and messages, you’re able to gain insight into what type of services they’re looking for and how you can use this information to tailor content for your social media channels.
Social media also gives you the ability to send DMs to ensure any questions or concerns that your potential clients may have are answered in a timely and respective manner. By optimizing your approach and responses, this will benefit your firm and also your legal marketing strategy as a whole
It allows you to Share Content about your Area of Expertise
When your potential clients are on Google or social media looking for legal advice, they want to know that your firm is highly experienced in the area of practice that they are searching for. Other than reading reviews and testimonials on your website, you can also build trust and engaging content by sharing information on social media.
Social media is a great way to share articles, blogs, videos and advertise your services, and by doing so, you can use these platforms to send your potential leads to your landing page, or website, where they can reach out for legal services.
Build Trust and Brand Awareness
Probably one of the most important aspects of social media is the ability to build trust and increase your brand awareness. Your visitors are more likely to hear your firm if they recognize that you are able to perform or if you have a brand that is well known or respected.
Social media allows your law firm to get your brand in front of your visitors which can increase your website traffic and drive people to reach out to you through your call to action. By ensuring that your logo and cover photos align with your values, you will be able to build a social media network that can represent your brand and values just as much as your website does.
You can use Social Media to Drive More Traffic to Your Website
It’s not enough for your visitors to follow, like or comment on your social media channels and contents, but it is also a great way to transform these visitors into leads, and funnel those leads into paying clients. Visitors are more likely to click on a link that points back to your home website if they’re engaging, insightful or posts that relate back to your business’ brand and value.
Through inbound marketing, you’re able to draw in customers instead of spamming them with content and promotions. This way, your social media channels can increase your firm’s inbound traffic, making your leads more qualified and more credible.
It improves your Ranking in Organic Search Results.
If you’ve ever had an opportunity to read our other articles, you’ll understand that Search Engine Optimization, also known as SEO, and social media work hand in hand to create. Although this requires a more comprehensive legal marketing approach, if you perform extensive keyword research and find the terms to create highly optimized content, your SEO efforts will thrive.
For example, when a visitor is interested and clicks on one of your social media links, and brought back to your website or landing page, you increase the likelihood of those visitors turning into paying clients. By combining SEO with your social media marketing efforts, you can boost your business’s ranking on Google and other organic search results.
Should Your Law Firm be Using Social Media?
Absolutely. As of July 2021, there are over 4.48 billion social media users, which is over 57% of the total global population. Before a visitor becomes a paying client, you can be certain that they will do extensive research before hiring an attorney that fits best for their needs. By having social media channels such as Instagram, Facebook, and Twitter, you’re able to create more areas where you can share your cases analysis, research, articles and testimonials.
Furthermore, consumers who have a positive experience with a business on social media will be more likely to recommend their services in the future to their families and friends.
However, social media comes with its own faults as well, and this is why it’s important to evaluate your content prior to posting it on the internet. Here are some tips on what you shouldn’t include or do on social media:
- Share insight and opinions that you don’t believe it
- Do not stir up trouble with negative comments or instigate arguments online
- Apologize if you’ve said anything controversial. We’re all human after all.
- Do not attempt to post on every single social media channel as it could experience burnout
- Be consistent. Do not post once a month. Have a set social media schedule
Looking to work with a leading Legal Marketing Agency?
At Soulpepper Law Firm Marketing, we help hundreds of legal clients all across North America grow their business and reach their marketing goals. Every aspect of legal marketing, whether it’s PPC, SEM, SEO or social media marketing can be complex and often requires experts in order to produce the best results and highest ROI.